The Storyteller’s Dilemma

In The Storyteller’s Dilemma: Overcoming the Challenge of the Digital Media Age by Avid Chairman and CEO, Louis Hernandez Jr ‘examines the impact of technology on society on a connected age, and the economic realities of an evolving media landscape’.

The book examines how Avid has transformed as a company, and ‘designed an ecosystem that future-proofs and protects technology investments’. Beyond Avid’s transformation, the book studies lessons learned from addressing key challenges facing the media industry, including tightening media tech budgets, the increasing rate of content creation, an exponential growth in distribution platforms, the continued increase in content consumption, and the economic realities of the digital age.

‘The Storyteller’s Dilemma illustrates the effects of a technology revolution on the media industry and will help guide our community to build an innovative, creative and lucrative future that benefits everyone across the media ecosystem – from the large global media companies all the way down to the individual artists,’ Hernandez Jr says. ‘In telling Avid’s own transformation story, I’m hopeful that the complicated, challenging lessons we learned can be applicable to others in the media industry, and serve as a lesson to other companies facing these same challenges.’

‘Hal Leonard is founded on a mutual understanding: creatives across genres seek out the highest quality information as they refine and renew their crafts, and we provide them with the very knowledge they’re after,’ said John Cerullo, Group Publisher at Hal Leonard Performing Arts Publishing Group. ‘The Storyteller’s Dilemma takes this basic truth to another level.’

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